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India's commercial real estate sector is seeing a strategic pivot, with outdoor advertising evolving into a major revenue source. As malls become leisure destinations and office complexes adopt mixed-use models, developers are increasingly monetising outdoor spaces through high-impact digital displays, facades, rooftops, and transition points. Digital Out-of-Home (DOOH) advertising, valued at USD 284 million in 2024, is projected to more than double by 2030. With revenue shares from advertising reaching up to 12% in some commercial properties, both developers and tech firms are exploring innovative formats to maximise brand engagement in high-traffic zones.
India's commercial real estate landscape is undergoing a significant shift, with outdoor advertising once considered a peripheral add-on now emerging as a strategic revenue driver. As shopping malls transform into entertainment hubs and office complexes evolve into mixed-use ecosystems, developers are increasingly leveraging public-facing surfaces and high-footfall zones for advertising opportunities. Advertisement
Real estate stakeholders note that outdoor advertising, or Out-of-Home (OOH) advertising, has evolved from static hoardings to a dynamic and value-generating vertical. Umang Jindal, CEO of Homeland Group, said advertising is becoming a core part of their business model as commercial assets cater to a blend of retail, office, and leisure.
Vijay Kamboj, Founder of Bric-X Infra, pointed out that growing urbanisation and increased pedestrian traffic have essentially turned buildings into media platforms. Facades, rooftops, digital billboards, and transition zones within commercial properties are now being creatively harnessed for brand visibility and experiential engagement.
A report by Indian data intelligence firm MarkNtel pegged the value of India's Digital Out-of-Home (DOOH) advertising market at USD 284 million in 2024, forecasting a steep growth trajectory to USD 620 million by 2030. Industry executives suggest that while advertising typically contributes between 3% and 8% of a building's revenue, it can exceed 10% in marquee properties equipped with digital display capabilities. In premium transit locations and Special Economic Zones (SEZs), revenues from such advertising can rise to 12% or even more.
G Hari Babu, National President of NAREDCO, also acknowledged the rising influence of outdoor advertising, noting that properties with high footfall and digital infrastructure see higher income from such channels.
The surge in demand for digital formats has been especially noticeable across key metros. Muneer Ahmad, Vice President of Audio/Visual Business at ViewSonic India, said cities like Mumbai, Delhi, Bengaluru, and Chennai are witnessing increased adoption of digital billboards, LED screens, and interactive displays. He added that while global real estate players are ahead in adopting DOOH formats, Indian developers are rapidly catching up by targeting high-visibility zones in crowded markets.
Developers are now strategically selecting locations with high foot traffic. Ashish Gupta, Director of Mandate Strategy at ANAROCK Group, revealed that their agency prioritises high-value zones like Mumbai's Bandra Kurla Complex, Gurugram's Cyber Hub, Delhi's Connaught Place, Bengaluru's MG Road, and Hyderabad's HiTech City for deploying client advertising budgets.
In the Delhi NCR and Gurugram belt, Bric-X Infra highlighted a strong demand for unconventional advertising spaces such as terrace edges, lobby digital panels, elevator wraps, and building facades. These spaces not only ensure higher visibility but also offer creative freedom to brands for experiential storytelling.
Adding another dimension, brands are turning to pop-up activations and immersive advertising setups within commercial property amenity spaces. These engagements go beyond conventional billboard messaging and allow for direct interaction with captive audiences inside office campuses, malls, or entertainment centres.
Source: ANI
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